Dictionary of Marketing Terms – M to Z

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­There’s nothing that prohibits learning more than acronyms and overly complex terminology or phrasing that you’re not comfortable with. To try and help clarify some of the more common words, terms and phrases in marketing we’ve put together the following glossary to help you out.

From M to Z…

Meta Tag – Digital tags that are used to describe and categorise a web page/ websites content. These are an important part of SEO strategies.

Microsite – A microsite is typically used to refer to a “smaller” website somewhere between a landing page and your main website. A microsite is often used for the promotion of a specific campaign, product or message. For example if you wanted to create a promotion on one element of your organisations offering, with distinctive or different branding where you would drive all of your traffic to, you might create a specific microsite for this purpose.

Mobile – When it comes to marketing delivery, the term mobile is usually used to describe any platform that isn’t tethered to a specific location. Instead of just a mobile phone, mobile specific marketing would also incorporate tablets such as the iPad as well as the mobile phone. It’s important to remember that mobile is a very different way to view something than on a traditional PC or laptop.

Mobile Optimisation – This process refers to the practice of incorporating systems or changes to ensure that an asset will display appropriately on a mobile device. For example you might optimise your website to display differently on a mobile phone and ensure that it’s still just as easy to read and use on that device as it is when used on a computer.

Net New Logo – This term typically refers to a totally new customer organisation to your organisation that you are aiming to acquire as part of a sales and marketing campaign. For example if you are looking to run a new business marketing campaign, it can often be stated that you are trying to acquire net new logos.

Nurture – A system or series of steps used to engage and market to a contact to build their engagement with your offering and hopefully their conversion/ purchase. For example you might choose to build a nurture programme for lost customers e.g. customers who’ve stopped by for you perhaps 2 years ago to drip feed messaging to get them to consider and transact with you again.

Organic – A term used to describe an unpaid engagement from an individual in relation to a campaign or asset. For example organic search would refer to the entries in a search engine such as Google that promote/ list a website outside of the paid adverts and placements. Unlike paid for ads these results are based upon how a website has been built and the SEO strategy and organic traffic will be from visitors who find the search results and visit a website from these results.

Page View – A single page view refers to a single loading of an individual page view. For example if someone were to visit a website and visit each page of that website once, then each page would be classified as receiving a single page view each.

Pixel – A measurement used to define the size of a digital asset such as a webpage, the size of a text article on a page or more commonly, the size of an individual digital advert. For example an advert might be 250 pixels wide by 250 pixels tall and this will determine the size the advert displays in relation to the rest of the content on the web page.

Promotion – A discount or offering outside of the normal pricing strategy that’s designed to encourage someone to purchase/ transact.

PPC – Pay Per Click. This is an online/ digital advertising method that is based upon setting a fixed amount of money into promoting search results of adverts. The cost is calculated based upon a fee each time someone clicks onto that link or advert and visits the website associated to it.

PPL – Pay Per Lead. Similar to CPL, this campaign is based upon paying a fixed amount of money for an agreed number of qualified leads.

Podcast – A podcast is an audio (and sometimes video) recording created as an asset for an audience to download. For example a radio station may record there early morning show and host it online as a podcast. The results of this mean that it can be used by a wider audience than just those available at the time of the live event.

Pop Up – A style of digital advert that purposefully displays in front of the current content on a webpage or opens in a new web browser window. This is designed to forcefully highlight specific messaging or actively try to push engagement from the viewer to the messaging in the advert.

Reciprocal Links – These are links shared by 2 websites that are often based upon a mutual agreement between the owners to encourage and drive a share of audience traffic between both.

Search Engine – The most notable examples of search engines are sites such as Google, Bing and Yahoo and are websites designed to assist with searching and navigating the Internet.

SEO – Search Engine Optimisation. A crucial component of the strategy behind a website and the process that determines it appears – and the rank in which it is listed – on search engine results. The process involves elements such as selecting and adding key words and phrases within a website/ web pages effectively to increase the rank in which they appear when searched for within a site such as Google.

Shopping Cart – The digital equivalent of a physical shopping cart that you might use in a store or supermarket. If a website has products or services available for purchasing online, the process of purchasing them involves adding them to a digital shopping cart and then entering payment method and purchaser details.

Skyscraper – A common size of web advert that is display on a web page. This is usually a tall advert of typically around 120 pixels wide and 600 pixels height.

Social Media – A relatively broad term used to refer to a type of resource within an online communications environment where individuals or groups can engage and interact. High profile examples of a social media website would be those such as Facebook, Twitter, LinkedIn and even YouTube to certain extents.

Social Network – The process of creating, building and developing communities or groups of individuals within an online environment.

Splash Page – A specifically created page/ advert that is built to open before a visitor can enter a website. Often design to actively promote a specific message or promotion in a high impact and forced manner.

Unique Visitors – Whilst the term of a visitor determines the specific page view or visit, it’s important to understand the number of unique visitors within this. For example a website might receive 500 visitors in a defined period, however that could be from 100 different people and therefore the website would actually have only received 100 unique visitors.

URL – The location or address that determines a website. For example the URL for visiting Amazon’s home page could be www.amazon.co.uk

Viral – A style of marketing used to describe a campaign that has been created to actively encourage the audience to share and pass along the asset or message to others. For example a video could be created which actively wants viewers to share it with others they know or to post on social media platforms and therefore could be considered a viral campaign.

Vlog – A video blog. Similar to a blog but as opposed to a traditional blog that relies heavily on text and words to convey the message, a vlog uses a video recording or the subject instead.



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